RT Journal Article
SR Electronic
T1 Six-Second Advertisements On Television
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 196
OP 207
DO 10.2501/JAR-2019-012
VO 59
IS 2
A1 Wolf, Henry G.
A1 Donato, Paul
YR 2019
UL http://www.journalofadvertisingresearch.com/content/59/2/196.abstract
AB Six-second advertisements are used widely in digital video but only recently have appeared on television. As linear (scheduled programming) television and digital video started to converge through platforms such as over-the-top (i.e., delivered through the Internet), it was not surprising that linear television networks began running six-second advertisements in 2017. The current study evaluated the effectiveness of more than 3,000 of these shorter six-second advertisements (“sixes”) against 15-second (“15s”) and 30-second (“30s”) advertisements. The authors found that sixes were used in better pod positions and dayparts, which positively contributed to their performance.